Magazine article Marketing

Radiowatch: Travelocity - 'Hello World'

Magazine article Marketing

Radiowatch: Travelocity - 'Hello World'

Article excerpt

Theatre of the mind? Tell me about it! My task is to write this column about ads with no pictures. Now I know what a creative feels like writing a radio ad.

Now don't accuse me of making it easier for myself by choosing Travelocity, but coincidentally, it does also have a TV and outdoor campaign.

Most media experts will tell you that if you're running a multimedia campaign and radio is part of it, you need to make sure all the media connect. Not everyone does it, but Travelocity delivers a clear connection by using Alan Whicker as the focal point across the media. Whicker has a distinctive look and a perfect radio voice. The content of the ads is not that exciting but his delivery peps them up. And given Whicker's heritage (where hasn't the man visited?), he's perfect for this travel offering. I am sure he even recorded the ads wearing his trademark threads: blazer, coloured shirt with white collar.

Travelocity has him working perfectly for the brand; the campaign uses his voice, character and credibility as the original globetrotter. There are several executions highlighting offers and services. …

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